But Gen Zers are different from older generations, because they are the first consumers to have grown up wholly in the digital era. They're tech-savvy and mobile-first—and they have high standards for how they spend their time online.
They are our first “digital natives”
Whereas Millennials were considered “digital pioneers,” who bore witness to the explosion of technology and social media, Gen Z was born into a world of peak technological innovation — where information was immediately accessible and social media increasingly ubiquitous.
Gen Z consumer characteristics
Gen Z'ers consumer characteristics tend to reflect their pragmatic approach to money and education. Other key influences are their affinity for technology, their belief in social causes, and a strong individualistic streak.
A CM Group consumer research effort that polled 1,000 consumers found Gen Z consumers are better educated, more practical, more ambitious and more skeptical than Millennials.
What is the biggest issue for Gen Z? Inflation is the top problem Gen Z and Millennials name as the biggest they are facing today. Over-dependence and addiction to technology ranked second as the top problem among young people for the first time. However, racism and COVID-19 are still top concerns for these gens.
Gen-Z. 22% of Gen-Zers said they are either unhappy or hate work, making them the most unhappy generation. Gen-Z is the least fulfilled with just 41% finding great meaning and purpose.
Gen Zers aren't prioritizing romantic relationships — or if they're open to one, they want it to happen organically. A majority (52%) expect to meet their significant other in person instead of via mutual acquaintances (30%) or an app (6%), according to the Goldman Sachs intern survey.
Gen Z is known for being resourceful, independent learners who value diversity and inclusive culture and place a priority on well-being and mental health in the workplace. They are fiscally conservative with a keen focus on investing and income. Gen Z values justice and equity.
Generation Z is the generation that never had to deal with dial-up internet or brick-shaped mobile phones. They have grown up with the knowledge that they can speak to anyone around the world at a moment's notice, and through assorted social media networks, that's what they've been doing for their entire lives.
The Greatest Generation refers to those Americans born between 1900 and 1925, many of whom fought during World War II. These individuals grew up during WWI and lived through the Great Depression and are often the parents of the Baby Boomer generation.
In a Tallo survey of 2,400 Gen Z students, nearly three-quarters ranked soft skills — like critical thinking, leadership and communication — as more important for success than hard skills.
Gen Z is the most technologically savvy to the older generations and can adapt quicker than most. 72% of Gen Z are creative and want to start their own businesses and they are able to multitask more than any other generation.
An overview of Millennial and Gen Z dating statistics
75% of Gen Z are single. 44% of millennials are married.
While 83 percent of people born between 1928 and 1945 (dubbed “the Silent Generation”) were married by age 37, researchers predict that Gen Z - born between 1997 and 2012 - are marrying far less.
According to a 2021 survey conducted by dating group Ashley Madison, their young users aren't as focused on marriage as millennials or baby boomers. They're open to a relationship, but walking down the aisle doesn't top their to-do list.
They prefer their jobs to be stable touchstones they can rely on — but still, they want it to be on their own terms. Stubborn independence — Despite wanting stability, the iGeneration, like their millennial predecessors, are practical.
Research has shown that Gen Z's attitudes towards dating and sex have evolved from the generations before them; they take an especially pragmatic approach to love and sex, and subsequently aren't prioritising establishing committed romantic relationships the same way their older peers once did.
Gen Z's awareness and approach to mental health can have a positive influence on their parenting by allowing them to be emotionally healthy and drivers of open communication. It can also help shape a future generation that will understand, accept, and seek to treat their own mental health issues.
Gen Z may be the most misunderstood generation
Just like every generation, Gen Z has its own unique set of values and priorities. But unlike the millennials before them, they lack the same opportunities to establish their place in the world. They're also facing more challenges than any other generation before them.
Gen Z is very concerned about their ability to communicate and forge strong interpersonal relationships. This may be due to the fact that technology has negatively impacted their cognitive skill development, and they recognize that their social skills, like critical thinking and communication, are weak.
Inflation is the top problem Gen Z and Millennials name as the biggest they are facing today. Over-dependence and addiction to technology ranked second as the top problem among young people for the first time. However, racism and COVID-19 are still top concerns for these gens.